diff --git a/binderhub/builder.py b/binderhub/builder.py
index c97704726..f420febe7 100644
--- a/binderhub/builder.py
+++ b/binderhub/builder.py
@@ -300,7 +300,7 @@ async def get(self, provider_prefix, _unescaped_spec):
             await self.emit(
                 {
                     "phase": "failed",
-                    "message": f"Sorry, {spec} has been temporarily disabled from launching. Please contact admins for more info!",
+                    "message": f"Sorry, {spec} is not allowed to launch. Please contact admins for more info!",
                 }
             )
             return